Maria Zisopoulou

• A. GKRITZALI
• N. MYLONAS
• D. STYLIDIS

Tourism, as a complex and multidimensional global activity, continues to evolve primarily through the emergence and promotion of new destinations. According to Hu and Ritchie (1993), a tourism destination can be understood as “a package of services and facilities, with clear geographical boundaries and multidimensional qualitative characteristics.” Central to this concept is the notion of destination image, which reflects tourists’ perceptions and encompasses elements such as culture, infrastructure, natural landscapes, local gastronomy, activities, and overall visitor experiences.
The aim of this proposed dissertation is to explore in depth the field of tourism destination marketing, with a particular focus on destination image and the ways in which it is shaped by domestic tourism. The regional unit of Laconia, Greece, is selected as the geographical case study, providing a rich and contrasting context for analysis.
Laconia is characterized by a distinctive geomorphological structure and a diverse natural environment, combined with a long-standing cultural heritage and a wide range of tourism-related activities. These attributes position the region as a potentially attractive destination. However, despite its comparative advantages, empirical data (INSETE, 2021) indicate that Laconia ranks only at a متوسط level of tourist visitation among Greek destinations. This discrepancy suggests the existence of underutilized resources and points to a fragmented or contradictory destination image.
More specifically, significant spatial variations are observed between Eastern and Western Laconia, where differing tourism perceptions and behaviors are evident among local communities. The tourism attitudes and practices of residents in Eastern Laconia (Municipality of Eastern Mani) differ considerably from those in Western Laconia (Municipality of Monemvasia), contributing to an inconsistent and heterogeneous destination image.
Within this context, the dissertation seeks to examine how the destination image of Laconia is formed and to what extent it is influenced by domestic tourism. The study will investigate local cultural characteristics, community attitudes, preferences, and behaviors, as well as the role of local governance in shaping interactions with visitors. Particular emphasis is placed on the tourism behavior of residents and professionals, as this internal dimension—often described as the “soul of the place”—is projected outward and becomes an integral part of the destination’s image.
Finally, the research aims to assess the managerial implications of these findings and to propose a strategic framework for the reconfiguration of both the internal and external image of Laconia. The ultimate objective is to support the development of a more coherent and competitive destination identity, enabling Laconia to strengthen its position among leading tourism destinations in Greece.